Hunting the right customers for your small business

When you’re hunting for sales, there are two primary customer species you should be tracking:

1. Rabbits: These are your bread-and-butter customers that you should expect to have many transactions with every month. Rabbits may not buy a lot individually but, as we all know, there are a lot of them, so the business you get from them represents a large part of your monthly sales.

2. Elephants: These are the customers who probably won’t buy what you sell every day - perhaps only once a year. But when Elephants do buy, that one sale will likely represent the same amount of business as when you sell to many Rabbits.

If you only hunt Rabbits, and don’t look for Elephant opportunities, you’ll probably eat on a regular basis, but will likely have difficulty breaking through to that higher level of performance because you’re devoting so much time and energy running around after Rabbits.

Similarly, if you only hunt for Elephants, thinking that bagging a few Rabbits along the way doesn’t fit your idiom, you’re much more likely to experience that unfortunate roller-coaster condition known in the sales business as “feast or famine.”

So one of the keys to sales success is to practice balanced activity with both species.

Recently, on my small business radio program, The Small Business Advocate Show, I had a great visit with sales expert, Tom Searcy, author of Hunt Big Sales (huntbigsales.com). In his book, Tom talks about Whales instead of Elephants - tomato/tomahto - but he and I speak the same language when it comes to making sure you practice the most efficient and successful strategy for getting customers of all sizes to buy from you.

Take a few minutes to listen and learn from my interview with this outstanding sales expert. And, of course, be sure to leave your thoughts on hunting the right customers for your small business.

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